Alex Cruz, who became chairman and chief executive of BA in April, believes the carrier should begin charging short-haul customers for upmarket meals and snacks.

Mr Cruz is understood to be considering bringing in Waitrose to provide premium range products to customers, in a move to boost the company's revenues from short-haul flights.

In recent years BA has struggled against its competitor easyJet, which has charged customers for food and drink since it first took to the skies in 1995.

Business has been particularly challenging at Gatwick, where easyJet now flies 42 per cent of the airport's passengers.

Up until now, BA has maintained a policy of free food, promising customers that "Whenever and wherever you are travelling, we offer a complimentary snack or meal and bar service."

While customers on longer BA flights to destinations such as Greece and Turkey are still treated to a three-course meal, the introduction of a new premium product range could offer the carrier a new stream of revenue.

"The meals are an alternative to the normal complimentary menu, which remains on-board. Customers can instead choose to pre-order and pre-pay via ba.com for one of six enhanced meals, including gourmet dining, great British breakfast and taste of the east."